Chapter 14

Which of the following statements is FALSE regarding consumer decisions and the consumer decision process? a. The decision process model provides useful insight into all types of consumer purchases. b. Consumer decisions are frequently the result of a single problem. c. Consumer decisions are rational and functional; otherwise they do not involve decisions per se. d. Some consumer decisions result from the convergence of several problems. e. Once the decision process begins, it may evolve and become more complex with multiple goals.

c. Consumer decisions are rational and functional; otherwise they do not involve decisions per se.

Which type of consumer decision making involves the evaluation of many attributes and alternatives and employs complex decision rules? a. routine decision making b. nominal decision making c. extended decision making d. simple decision making e. limited decision making

c. extended decision making

The level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase is known as _____. a. personal involvement b. product involvement c. purchase involvement d. enduring involvement e. activated involvement

c. purchase involvement

Which of the following statements is TRUE regarding active and inactive consumer problems? a. Active problems require the marketer only to convince consumers that its brand is the superior solution. b. Active and inactive problems do not require different marketing strategies. c. An active problem is one of which the consumer is not aware. d. Even though a consumer is aware of it, an inactive problem is one that he or she has no desire to rectify. e. Active problems are more serious than inactive ones.

a. Active problems require the marketer only to convince consumers that its brand is the superior solution.

Nominal decisions can be broken into which two distinct categories? a. brand loyal decisions and repeat purchase decisions b. primary decisions and secondary decisions c. high involvement decisions and low involvement decisions d. expensive decisions and inexpensive decisions e. first purchase decisions and repeat purchase decisions

a. brand loyal decisions and repeat purchase decisions

Very high levels of purchase involvement tend to produce a. extended decision making. b. nominal decision making. c. affective decision making. d. limited decision making. e. none of the above

a. extended decision making

Nominal decision making is sometimes referred to as _____. a. habitual decision making b. routine decision making c. simple decision making d. automatic decision making e. default decision making

a. habitual decision making

Which approach to problem recognition attempts to determine human capabilities in areas such as vision, strength, response time, flexibility, and fatigue and the effect on these capabilities of lighting, temperature, and sound? a. human factors research b. activity analysis c. product analysis d. problem analysis e. emotion research

a. human factors research

James likes to eat a strawberry Pop-Tart for breakfast before school. After about two weeks of this, he starts to get bored with that and switches to waffles. James is displaying which type of behavior? a. variety seeking b. brand switching c. entertainment d. limited search e. extended search

a. variety seeking

A(n) _____ is the way an individual perceives his or her feelings and situation to be at the present time. a. current state b. actual state c. desired state d. self-concept e. self-assessment

b. actual state

Consumer-to-consumer solutions to "problems they never knew they had" have accelerated due to the rise of _____. a. social media like Pintrest b. crowd sourcing like Kickstarter c. peer innovation like Quirky d. all of the above e. none of the above

b. crowd sourcing like kickstarter

21. A(n) _____ is the way an individual wants to feel or be at the present time. a. current state b. desired state c. actual state d. ideal state e. idolized state

b. desired state

What is the most common approach to discovering consumer problems? a. product analysis b. intuition. c. activity analysis d. problem analysis e. qualitative research

b. intuition

A decision that does not include alternative evaluation is a. extended decision making. b. nominal decision making. c. affective decision making. d. limited decision making. e. none of the above.

b. nominal decision making

What is the first stage of the consumer decision process? a. information search b. problem recognition c. alternative evaluation d. purchase e. post purchase behavior

b. problem recognition

_____ is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process. a. Alternative evaluation b. Problem recognition c. Information search d. Purchase e. Post purchase evaluation

b. problem recognition

Which type of nominal decision is characterized by a consumer believing that all brands within a given product category are about the same and not attaching much importance to the product category or purchase? a. routine decision b. repeat purchase decision c. secondary decision d. inconsequential decision e. indifferent decision

b. repreat purchase decision

Which type of nominal decision is characterized by a fairly high degree of product involvement but a low degree of purchase involvement? a. routine decision b. inexpensive decision c. primary decision d. brand loyal decision e. low visibility decision

d. brand loyal decision

Which condition is appropriate to attempt to influence generic problem recognition? a. It is early in the product life cycle. b. The firm has a high percentage of the market. c. External search after problem recognition is apt to be limited. d. It is an industry-wide cooperative effort. e. All of the above are appropriate to attempt to influence generic problem recognition.

e. All of the above are appropriate to attempt to influence generic problem recognition.

Which of the following is an approach to problem identification? a. activity and product analysis b. human factors research c. problem analysis d. emotion research e. all of the above

e. all of the above

Which type of consumer decision making includes the evaluation of only a few attributes, simple decision rules, and few alternatives? a. routine decision making b. nominal decision making c. extended decision making d. simple decision making e. limited decision making

e. limited decision making